Positioning · marketing · visibility · AI for entrepreneurs
What worked yesterday doesn’t necessarily work tomorrow.
My own experience has shown me how important it is to make smart use of your expertise, knowledge and experience.
I help you clarify the value you can offer your customers — and how you can use AI intelligently to support that.
Discover →I’ve seen it happen firsthand.
During the 14 years I worked in our family business, I experienced firsthand how a market and the way a business operates can change.
I had already worked there during school holidays as a child. I saw lorries loaded with handcrafted lampshades leave by ferry for our customers in England. When I later joined the business myself, that world had already changed. I just caught the final years when we visited the last remaining lampshade shops with a sales representative and a van.
Our way of working then changed again. We started attending exhibitions and trade fairs. Later, large lampshades were increasingly used as eye-catching features in large halls and schools. At the same time, the market itself was changing, partly due to new competition and changing buying behaviour.
It showed me firsthand that what works for years does not necessarily keep working. Not because what you do suddenly loses its value, but because the world around you changes. You then have to look again at your expertise, the value you offer your customers and how you make that value visible.
I bring that insight into my work with entrepreneurs. The world is changing rapidly now too. AI is a new accelerator in that change. For me, it is therefore not just about what AI can do, but above all what it can mean for the way you run your business, while keeping you in control.
About Iwan Koenderman
My strength lies in understanding complex topics and reducing them to their essence. I bring together information and different perspectives, identify connections and bottlenecks, and turn them into a clear story.
I then translate that into a clear direction, strategy or message that makes your expertise understandable, relevant and visible.
With an analytical background in chemistry and experience in entrepreneurship, sales, communication, content and digital applications, I combine analytical thinking with the ability to make complex information understandable and relevant.
That combination forms the basis of my work: getting a clear view together of what is happening, where the value lies, and which choices follow from that.
My mission
I help entrepreneurs determine what works for their business in a changing world where AI is playing an increasingly important role.
What this gives you
We identify clearly what is happening, where your expertise and value lie, and which choices are relevant to your business. We organise the information and possibilities, making it clear where opportunities lie and which priorities follow from them.
From there, we translate this into a clear direction and practical approach for areas such as your positioning, marketing, visibility, or the smart use of AI in your day-to-day work.
What others experience
“→ I got to know Iwan Koenderman at many networking events,
where he quickly established himself as an expert in websites and social media.
He is an excellent resource and go-to person when it comes to positioning your business online,
helping you define your strategy and mission.
He also knows how to motivate you to choose the right direction for your business
and clearly outline your goals.
In short, my interactions with Iwan Koenderman have always been enlightening and highly supportive for my company.
For these reasons, I am very satisfied and wholeheartedly recommend Iwan.“
• Anja Vis, Roovian Telediensten, cold calling
Translated from Dutch.
Reviews
Erik Dukker, Photographer
The website is now clearer, simpler, more attractive, and has a better flow.
Marlies Spijkerboer
After five sessions, I now have a clean, compact website without overly long blocks of text.
Filip Lindström, vagus nerve and the nervous system
Iwan helped me see how I could sell my message. He found multiple angles I hadn’t thought of and gave advice I wouldn’t have come up with on my own.
FAQ
Why should I work with you?
Because I have experienced firsthand how quickly a business can change when circumstances change. That is why I look ahead and help you make well-informed choices for the future of your business.
How much time will I need to invest when working with you?
That depends on your question and what you want to achieve. Sometimes one good conversation is enough to gain clarity and direction. In other cases, more time is needed. We discuss what is needed in advance and tailor the collaboration accordingly.
What if I don't see results?
We agree beforehand on what you want to achieve and what we will look at afterwards. Of course, the outcome also depends on what you do with the insights and advice. If you don't see sufficient progress, we will discuss what may be causing this and what is needed to move forward.
Is AI the starting point of your approach?
AI is not the solution to everything. But when you know where it can add value, you can do many useful and valuable things with it.
What makes my approach different?
I combine strategy, positioning, visibility and AI. I don't just look at what you can say, but especially at what is relevant to your business and how to communicate it clearly and convincingly.
